Mexico tourism is up, showing a continuation of strong recovery and growth after the pandemic. Data from the National Institute of Statistics and Geography (INEGI) show that visits to the country have been steadily increasing since 2023. Recent data indicates a rise in visitor numbers and tourism revenue for the year for both air and land travels, boosting overall tourist spending. The statistics institute records more than 23 million tourists in the first half of the year.
Key Points
Increased Visitors: Mexico received an 11.5% increase in June 2025 from the same period in 2024. This accounts for over eight million tourists in June 2025, with more than four million being international visitors. The majority of tourists arrived from the United States and Canada, with seven out of 10 tourists who choose Mexico for their vacations. However, was also in increase in visitors from abroad. Mexico is now among the six most-visited destinations in the world: in 2024, it received 45 million international tourists, according to data from the Ministry of Tourism (Sectur).
Revenue Growth: In the first half of 2025, international visitors spent over USD $2.7 billion, a 5.7% increase compared to the same period in the prior year. Those arriving by air average spending of USD $1,000 per person.
Mixed Transport Trends: While overall tourism is rising, there has been a notable increase in cross-border travelers arriving by car or on foot.
Global Standing: Mexico ranked sixth globally in 2024 with 45 million international visitors, and there are plans to reach a top-five ranking by 2030.
Medical Tourism: The country has also become the second most-popular destination, after Thailand, for medical tourism, with 1.2 million foreign patients annually. Mexico is renowned for its high-quality, affordable medical services, especially for cosmetic, dental, and bariatric procedures. Foreigners often take advantage of opportunities for recovery in luxurious settings or serene environments, which can enhance the overall experience. However, this does not include the northern border cities of Mexico, where most of the medical tourism is unregulated and should not be trusted.
Pandemic Recovery: These positive trends represent a strong recovery from the severe impact of the COVID-19 pandemic, which caused a significant drop in tourism in 2020.
Future Planning
Under the Plan Mexico initiative, the current administration of President Claudia Sheinbaum, is ramping up efforts to boost tourism promotion and plans to place Mexico among the Top 5 most visited countries. Currently, the country ranks sixth in the world.
Key strategies featured in the Plan Mexico Initiative include:
Expanding Tourism Offerings: Community tourism development, such as re-organizing Pueblos Mágcios (Magical Towns), implementing the program “Discover the Mayan World,” and promoting natural and World Heritage sites.
Promoting New Destinations and Experiences: The country will host 14 international fairs, will promote tourism in the Mayan Train, strengthen strategic partnerships with private investors, and modernize the Visit Mexico platform, which will feature an AI-powered assistant named “Frida Guides You.”
Enhanced North American Outreach: The government will conduct eight tourism roadshows across North America to attract more visitors.
With these efforts, Mexico is positioning itself as a premier global travel destination, aiming to surpass its current tourism ranking and solidify its status as a leader in the international tourism market.
